After a recent review, Bank of Montreal (BMO) has appointed a new agency to take the lead for the bank’s advertising efforts moving forward. Canada’s fourth-largest bank has selected Young & Rubicam (Y&R) to lead advertising and branding work for the bank in Canada and the US. As competition in the banking industry continues to heat up, BMO is looking to make strategic moves in the Unites States and increase their market share and this allows Y & R to show their full capabilities, they already BMO Harris Bank in the US.
BMO also announced they will also be working with kbs+ canada to lead its branding and advertising efforts for the wealth management business. Both agencies will be tasked with a greater focus on digital as this has now become a stronger priority for the bank. BMO has also announced they are moving away from the term “agency of record,” which again could signal a significant change on how the bank will look to do business in the future.
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